Consumerism and Environmentalism are often viewed as mutually opposing constructs. While consumerism emphasizes on the accumulation and consumption of material resources, environmentalism advocates resource conservation and long-term sustainability.Philip Kotler defines consumerism as a "social movement seeking to augment the rights and power of buyers in relation to sellers" (1972).ConsumerismConsumerism is the belief that personal wellbeing and happiness depends to a very large extent on the level of personal consumption, particularly on the purchase of material goods. The idea is not simply that wellbeing depends upon a standard of living above some threshold, but that at the centre of happiness is ... Read More

What is Demarketing?Demarketing is a process in which a company develops strategies to reduce the consumption of a product. While traditional marketing often encourages customers to purchase more products, demarketing aims to limit a product's reach.Companies can use it in a variety of situations to control product use, price, or demand. They may use these strategies for many reasons, including to conserve resources or increase demand.Some of the different types of demarketing strategies are as follows −General DemarketingA company may adopt a general demarketing strategy when they want to reduce the consumption of a product for all users. This can ... Read More

Marketing Ethics: Definition and RoleMarketing Ethics can be defined as the set of guidelines and the area of applied ethics that act as a guiding light behind the scope of marketing. Some of the areas of marketing ethics overlap with the ethics of media as they both are co-related.Marketing ethics and the standards laid out guide organizations to do "the right thing." These standards are instrumental in identifying acceptable practices, fostering internal control, and dealing honestly and fairly with customers. They also ensure that the businesses have complete compliance with the law. Companies can at times develop and publish their ... Read More

What is Customer Adoption?You hope that when you release new products, services, tools, or features, your consumers will want to upgrade, purchase, or integrate the new product into their workflow. That is exactly what customer adoption implies. It is about assisting customers in adopting new products and services.Customer adoption is defined as the process through which a customer learns about a new product/service, expresses interest in it, evaluates it, tests it, and ultimately purchases and uses it as intended.Five stages in the process of adopting a new product are as follows −AwarenessThe goal of the first stage is to raise ... Read More

The concept of public policy marketing could allow governments to "sell" their policies to citizens through non-commercial marketing interactions that are unique to the public sector. Then, social behavior should be viewed as citizens' reciprocation, contributing to the government's desired social outcomes. Public policy marketing is predicted to improve the implementation of government policies when citizen behavior is important to success.Following are the key Public Policy Principles in Marketing −The Principle of Consumer and Producer FreedomConsumers and producers should have as much freedom as possible when it comes to marketing decisions. If a marketing system is to produce a good ... Read More

Kotler and Keller (2007) defined marketing audit as the “…comprehensive, systematic, analysis, evaluation, and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firm’s marketing performance.”Marketing audit is usually conducted by a third person outside of the organization and isn’t connected in any way with the founders or promoters of the organization.While carrying out a Marketing Audit, there are certain points that should be kept in mind and adhered to. They are as follows −ComprehensiveThe ... Read More

Competitive Positioning: Definition & ExampleCompetitive positioning is a marketing strategy that relates to how a company's marketing team can set itself apart from its rivals. The company's position is determined by how its goods and services compare to the value of similar goods and services on the market. To make their position more competitive, a marketing team evaluates several facets of their company's market, such as audience wants and current trends.The purpose of competitive positioning is to boost sales by increasing your company's value to customers. Finding a niche for your company's products to appeal to the special demands of ... Read More

What is Consumer Behavior?According to Business Dictionary, “Consumer buying behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants”. The following definition is also used in numerous research journals. “Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.”Consumer behavior refers to the process that customers go through while making a purchase, and ... Read More

What is Consumer Behavior?According to Business Dictionary, “Consumer buying behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants”. The following definition is also used in numerous research journals. “Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.”Consumer behavior refers to the process that customers go through while making a purchase, and ... Read More

Market Segmentation − DefinitionMarket segmentation is a business practice that brands use to segregate their target market into smaller and more manageable groups based on common grounds to optimize their marketing, advertising, and sales efforts. Simply put, customers of each market segment have similar characteristics that businesses can leverage to advance their efforts.Market segmentation can help businesses to target the people who can become satisfied customers of the business or enthusiastic consumers of the product or service. To segment a market, it must be split up into groups that have similar characteristics. Splitting up an audience in this way allows ... Read More